Seems a simple enough question, maybe an even more simple answer. Content: all that stuff on a website, words and pictures and all that. Except that anyone who has looked at more than a dozen or so websites would conclude, based on that definition, that "content=junk".

Content should have this essential criteria, no matter the nature or purpose of a website: Content means something. It serves a purpose, whether information, entertainment, commerce or whatever. If the stuff on a webpage produces nothing — no action, no thought, no response other than to click and move on to another site — than its' not content; it's junk.